Most of us have dealt with faculty skeptics who think branding and marketing is just a bunch of hooey. So, how do you get such skeptics to buy in to a branding initiative on your campus? The brand strategy blog Whisper offers this advice from a recent Chronicle of Higher Education article:
Faculty members canâ€¦be pivotal in urging a college to move to the next level in itsâ€¦trajectory. They usually react badly to the commercial connotations in the word â€œbranding,â€ but they will dedicate themselves to strengthening its near synonym: reputation.
So, when approaching faculty about branding, talk about your institution’s reputation. You’re likely to get better buy-in.